57: How to Build a Million-Follower Drinks Brand with Vishal Patel, CEO of James Gin - Business of Drinks

In this episode, co-host Scott Rosenbaum sits down with Vishal Patel, CEO of James Gin, one of the fastest-growing and most unconventional spirits brands on the market. Founded in the UK by Top Gear’s James May and master distiller Hugh Anderson, James Gin has already surpassed $2 million in revenue, with 50% of sales coming from the U.S. — a market not traditionally known for embracing gin.

Vishal shares how the brand is flipping the traditional playbook on its head, building a media-first business with over 1 million followers across social platforms, and driving sales through digital-first, DTC strategies (!!). His insights are essential for any drinks entrepreneur navigating today’s saturated and highly competitive landscape.

In this episode, Vishal shares:

• How James Gin scaled past $2M in revenue while launching in both the UK and U.S. markets within its first four years.
  

• Why the team operates more like a content studio than a traditional spirits brand — and how its "anti-celebrity" tone sets it apart.
  

• The data-driven rationale behind going DTC-first in the U.S., and how James Gin expanded from 15 to nearly 40 Total Wine stores in California.
  

• The importance of conversion metrics, and how improving the site’s 0.75% conversion rate is central to doubling the business.
  

• How the brand’s flavor innovation and storytelling — with SKUs like Asian Parsnip, London Drizzle, and California Dreamgin’ — create buzz and drive sales.
  

• Why 95% of James Gin’s social media followers are male, but 40% of purchasers are women — and what they’re doing to bridge that gap.
  

• Why Vishal believes founders must be clear about their end goal before taking investment, and how overextending can derail brand building.

Last Call: We discuss the DISCUS 2024 Annual Economic Briefing report — quiz style! Scott challenges Erica and Caroline on the latest stats including which category grew the most in 2024; which category claimed the top market share spot; and, whether hospitality employment has really bounced back?

Don’t miss our next episode, dropping on 4/2.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Head of Search at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a produ